基于制造商建议零售价的供应链定价策略

doi:10.16381/j.cnki.issn1003-207x.2016.11.018

中国管理科学 ›› 2016, Vol. 24 ›› Issue (11): 153-161.doi: 10.16381/j.cnki.issn1003-207x.2016.11.018

基于制造商建议零售价的供应链定价策略

林志炳

福州大学经济与管理学院, 福建福州 350116

收稿日期:2015-03-03 修回日期:2015-06-30 出版日期:2016-11-20 发布日期:2017-01-23
作者简介:林志炳(1981-),男(汉族),福建泉州人,福州大学经济与管理学院博士,副教授.研究方向:供应链管理,E-mail:linzhib@fzu.edu.cn.
基金资助:
国家自然科学基金资助项目（71201033，71403055）；教育部人文社会科学研究项目（16YJA630030）；福建省高校杰出青年科研人才计划（JA13041S）；福建省高等学校新世纪优秀人才支持计划（JAS14037）

Pricingstrategy of Supply Chain Based on Manufacturer's Suggested Retail Price

LIN Zhi-bing

School of Economics & Management, Fuzhou University, Fuzhou 350116, China

Received:2015-03-03 Revised:2015-06-30 Online:2016-11-20 Published:2017-01-23

摘要/Abstract

摘要： 为了阐述制造商建议零售价格对供应链定价策略的影响，以其作为消费者的参照价格，引入到供应链系统中。采用博弈论的方法进行研究，结果表明：当制造商建议零售价格较低时，零售商将采用最低参照价格策略，当制造商建议零售价格较高时，零售商将采用最高参照价格策略，当制造商建议零售价格介于两者之间时，零售商将采用价格保持策略。在此基础上，研究了相关参数对上述三种策略的影响，以及三种策略之间的差异。不仅指出最低参照价格策略或者最高参照价格策略都有可能使制造商的收益最大化，还给出了选择的条件。最后，用数值分析比较了不同策略下的供应链系统收益，指出在最高参照价格策略下的系统收益是最优的。相关结论为制造商建议零售价格制定提供了理论依据。

关键词: 制造商建议零售价, 参照效应, 损失厌恶, 定价策略

Abstract: The manufacturer's suggested retail price as consumer's reference price is introduced into the supply chain system for describing its effects on pricing strategic of supply chain. This system is studied by game theory and it is found that while the manufacturer's suggested retail price is low, the retailer will offer a lowest reference price strategy; while the manufacturer's suggested retail price is high, the retailer will offer a highest reference price strategy; while the manufacturer's suggested retail price is medium, the retailer will offer a resale price maintenance strategy. Based on these, the effects of the relevant parameters on the three strategies, as well as the differences among them, are analyzed. The results indicate that: both the lowest or highest reference price strategy could maximize the manufacturer's profit, the condition of choice is also given. Finally, the profits of supply chain system under different strategies are compared by numerical analysis, the results showed that the profits of system with the highest reference price strategy is optimal. The conclusions of this paper offer a theoretical reference for the decision of manufacturer's suggested retail price.

Key words: manufacturer's suggested retail price, reference effect, loss averse, pricing strategy

中图分类号:

F224

林志炳. 基于制造商建议零售价的供应链定价策略[J]. 中国管理科学, 2016, 24(11): 153-161.

LIN Zhi-bing. Pricingstrategy of Supply Chain Based on Manufacturer's Suggested Retail Price[J]. Chinese Journal of Management Science, 2016, 24(11): 153-161.

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基于制造商建议零售价的供应链定价策略

Pricingstrategy of Supply Chain Based on Manufacturer's Suggested Retail Price

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